Dove Ads Spotlight Beauty After Fifty

SS Member Image By drodriguez 03.28.07
Dove Ads Spotlight Beauty After Fifty
Dove is now launching a new line of skin and hair care products geared toward women over fifty. The name of the new line is "pro.age" (sounds much better than the overused and slightly offensive "anti-aging" we're used to hearing, don't you think?). The models Dove has chosen for their campaign are all over the age of fifty and appear totally nude in the print ads as well as the television ads they intended to run.

Although the models are shown completely in the buff, they are positioned in a very tasteful and discreet way (after all, one would expect class with Annie Leibowitz working the camera). In these images we see every wrinkle, roll, line, and spot; definitely something we are not used to seeing in magazines, on television, or across a billboard. Dove seems to be challenging consumers once again by using stunningly gorgeous real women for their ad campaign.


On Dove's pro.age website, the line "Watch what we couldn't show you on TV" pops up before their commercial spot is shown.

Why do you think Dove couldn't run this commercial on television? Is this something you would feel comfortable seeing on network TV?

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  • mrs_hambone By mrs_hambone
    04.11.07  

    I love the new Dove commercials.  I love them showing real women that aren't all done up with makeup.  But I think that the women should have some kind of clothing on.  In some of the commercials they've been showing on network TV the women have tank style skintone bras and panties on, that would work.

  • Rockin7E By Rockin7E
    04.11.07  

    I like the overall concept of Dove using ordinary ladies in their commercials instead of skinny models. I am a bit uneasy with this commercial though. Maybe the ladies should have a bit of clothing on to make it more suitable/classy for TV viewing....

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